Stephen Pidgeon Fundraiser Asking your donors to leave a gift when they die 1 Stephen Pidgeon

Stephen Pidgeon Fundraiser Some contact details…  me: gmail.com  Website: www stephenpidgeon.co.uk  Rarely, I stephenpidge

Stephen Pidgeon Fundraiser You have to ‘Love them to death’ …and you have to ask! If the relationship is right, they will see it as a privilege, a joy Knowing they have left you a legacy, will give them DEEP satisfaction If you want a gift in their will…

Stephen Pidgeon Fundraiser A case study – Tenovus in Wales Income £3.33m, legacies £1.4m (42%) The key elements to ‘asking’ And some fun to end! Today…

Two key influences… Cancer Research UK The Royal British Legion My thanks to: Clare Gallie Tenovus

My thanks to: Jack Visser and Pauline Mayer Cancer Research UK

How does it work? Local lawyers agree to write wills for free CRUK promote the scheme in a town or area CRUK effectively endorse the lawyers Remember, the relationship with lawyers is crucial Started in 1993 People have to be 55+ Cold recruitment only

Stephen Pidgeon Fundraiser A test campaign with lawyers: Control group – no reminder Test 1 – “Would you like to leave any money to a charity in your will?” Test 2 – “Many of our clients like to leave money to a charity in their will. Are there causes you are passionate about?” Interesting research Cabinet Office/Charities Aid Foundation 2013

Stephen Pidgeon Fundraiser

Has the investment paid off? Cumulative Cost v. Income My thanks to: Jack Visser and Pauline Mayer Cancer Research UK

Top line figures Over 91,000 pledgers since 1993 And £426million in pledges

Legacy promises – do they work? Average 65% inclusion rate Of those who have now died, 10% have failed …but 110% of the pledged value has been delivered Of the 5000 notifications received a year 900 of these are from Wills written through the FWS

Two key influences… Cancer Research UK The Royal British Legion My thanks to: Clare Gallie Tenovus

The Tenovus Campaign… October 2014 – Carmarthenshire, Ceredigion, Pembrokeshire, Gwynedd, Isle of Anglesey, Conwy, Denbighshire …and February 2015 – Cardiff, Swansea, Newport, Abergavenny

Multi-channel to include: Targeted direct mail – Free Will month. Mailing to 50+ West and North Wales, gift £10+ Stock donors

Multi-channel to include: Targeted direct mail – Free Will month. Targeted direct mail for event invitations. Same audience but distinguished by RFV, age (if known), postcodes

Multi-channel to include: Targeted direct mail – Free Will month. Targeted direct mail for event invitations. Telemarketing campaign to follow up event mailing. Done by Ethical

Multi-channel to include: Targeted direct mail – Free Will month. Targeted direct mail for event invitations. Telemarketing campaign to follow up event mailing. Print, radio and online advertising

Multi-channel to include: Targeted direct mail – Free Will month. Targeted direct mail for event invitations. Telemarketing campaign to follow up event mailing. Print, radio and online advertising Briefing Tenovus Cancer Care shop volunteers, staff and Friends Groups

Why did we brief volunteers? They are very influential They are perfect target market BUT… They will be upset if they are not ‘honoured’ VERY upset!

Why did we brief staff? They have to answer questions like: “My children and grandchildren are going to get everything I have”

Why did we brief staff? They have to answer questions like: “My children and grandchildren are going to get everything I have” “You want a legacy, I can’t afford to give you a legacy” “After I’ve had to look after myself in my old age, there won’t be anything left” “A will is such an expensive thing to do”

Three things to get across… “Every gift in every will makes a difference, however large or small” “Of course, we’d expect you to remember your family and friends, they will always come first” “But if ever the time is right for you to remember Tenovus in your will, that would be wonderful” …borrowing from Richard Radcliffe

Clare set staff a challenge… The challenge was to pledge to speak to at least one elderly person about the Tenovus Free Will Month

Multi-channel to include: Targeted direct marketing – Free Will month. Targeted direct marketing for event invitations. Telemarketing campaign to follow up direct marketing & event mailing. Print, radio and online advertising Training Tenovus Cancer Care shop volunteers, staff and Friends of Groups Presentations to Tenovus Cancer Care choirs (clients)

Stephen Pidgeon Fundraiser …you have to ask! If the relationship is right, they will see it as a privilege A campaign case study – Tenovus in Wales You can ask…without a full-blown campaign If you want a gift in their will…

Stephen Pidgeon Fundraiser Asking for a gift  You have to have – The right message – Delivered to the right people – …in the right way – By the right person – …and with kindness!

Stephen Pidgeon Fundraiser The right message…  About ME and MY values  I must know I am changing lives  I must know I am ‘doing the right thing’

Stephen Pidgeon Fundraiser Who are the right people?  Your best supporters  Those who are no longer supporting you, but used to  Ideal age is  75+, ask but it may be too late  Avoid asking below age 55

Stephen Pidgeon Fundraiser  BY LETTER!  Invitation to a legacy presentation  Through the supporter magazine  Website How to ask in the right way?

Stephen Pidgeon Fundraiser How many times?

Stephen Pidgeon Fundraiser  BY LETTER!  Invitation to a legacy presentation  Through the supporter magazine  Website How to ask in the right way?

Stephen Pidgeon Fundraiser  BY LETTER!  Invitation to a legacy presentation  Through the supporter magazine  Website How to ask in the right way?

Stephen Pidgeon Fundraiser  BY LETTER!  Invitation to a legacy presentation  Through the supporter magazine  Website How to ask in the right way?

Stephen Pidgeon Fundraiser Asking for a gift  You have to ask – The right message – Delivered to the right people – …in the right way – By the right person – …and with kindness!

Stephen Pidgeon Fundraiser Who should ask  A beneficiary  A senior trustee (as long as they can say “I’ve done it, will you”)  One or two others – a volunteer, a donor, not many!  The Chief Executive?

Stephen Pidgeon Fundraiser A case study – Tenovus in Wales Income £3.33m, legacies £1.4m (42%) The key elements to ‘asking’ And some fun to end! Today…

Stephen Pidgeon Fundraiser Awards time…  I just can’t be bothered Award

Stephen Pidgeon Fundraiser Awards time…  I just can’t be bothered Award  The youngster most likely to persuade Award

Stephen Pidgeon Fundraiser Awards time…  I just can’t be bothered Award  The youngster most likely to persuade Award  Worst use of space Award

Stephen Pidgeon Fundraiser Awards time…  I just can’t be bothered Award  The youngster most likely to persuade Award  Worst use of space Award  Award for the greatest number of words, used to nil effect

Stephen Pidgeon Fundraiser Awards time…  I just can’t be bothered Award  The youngster most likely to persuade Award  Worst use of space Award  Award for the greatest number of words used to nil effect  Uber-aggression Award

Stephen Pidgeon Fundraiser Awards time…  I just can’t be bothered Award  The youngster most likely to persuade Award  Worst use of space Award  Award for the greatest number of words to nil effect  Uber-aggression Award  Sheer bloomin’ INSPIRING Award

Stephen Pidgeon Fundraiser And finally…

Stephen Pidgeon Fundraiser Some contact details…  me: gmail.com  Website: www stephenpidgeon.co.uk  Rarely, I stephenpidge Available on Amazon or dsc.org.uk/lov